“My co-founder Ido Leffler and I felt people were paying too much for products they shouldn’t think twice about,” says Brandless CEO Tina Sharkey. “Those high price tags are driven by layers of inefficiencies in how the CPG industry operates. Rather than try to fix that broken system full of cost and complexity, we saw an opportunity to create a new kind of of product company and reimagine what it means to be a brand.”

“At Brandless, we’re putting people first, building a community of people who believe everyone deserves better,” she explains. “We’re shaping a model for a direct relationship between people and a company built to serve them, anchored in integrity, transparency, and authenticity.”

“We’re on a mission to democratize access to goodness,” says Sharkey. “No one should be forced to choose between what matters to them and what they can afford. At Brandless, everyone can shop their values and belief systems as well as their dietary restrictions and preferences, whether that’s organic, gluten free or no sugar added, to name a few. And it’s all $3 or less, everyday, for everyone."

"While we’re starting with $3 everyday essentials — the stuff you use all the time, from non-GMO food to cruelty-free beauty and personal care to non-toxic cleaners to home goods — the possibilities for where we can eliminate BrandTax to make products, services or experiences more affordable are endless.”